When you have bad data on your list, you get more bounces and more emails that end up in spam. You also experience a nasty side effect: a decrease in sender reputation. Sender reputation is how Internet Service Providers (ISPs) determine who is legitimate and who is spamming. When your sender reputation falters, your customers stop seeing your messages. Why? ISPs start to perceive you as a spammer.
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Email validation helps you reach people(Caption: Everything you do as an email sender impacts your deliverability. To know where you stand, you need a tool that shows your IP and domain reputation.)
Validating your list will improve your email deliverability —that is, the likelihood that your emails will reach the inbox. Where are your messages more likely to land: the inbox or the spam box? That's assuming your email shows up at all. You need to improve deliverability if you want to show up where your readers are: the inbox.
Email validation reduces marketing costs
Email service providers (ESPs) charge you based on the number of email addresses you send messages to. Many ESPs will allow you to send a marketing email to a list full of invalid or harmful email addresses. They're fine with that - after all, they're making more money. However, what do you gain by sending an email that doesn't even have a real person on the other end? There's no upside.
Keeping all those inactive or invalid email addresses will just waste money. But, as mentioned above, it will also prevent your engaged readers from seeing the emails you work so hard on. In addition to draining your expenses, it also decreases your ROI.